Healthy Skepticism Library item: 8866

Warning: This library includes all items relevant to health product marketing that we are aware of regardless of quality. Often we do not agree with all or part of the contents.

Publication type: Journal Article

Davis S.
Update on computerized media evaluation
Medical Marketing and Media 1974 Mar; 9:13-15

Abstract:

A discussion of Professional Market Research’s DAME (Direct Access Media Evaluation) system considering potentials and shortcomings for medical advertisers is presented. In the DAME system’s first phase of the program the target audience is defined by physician’s primary specialty, secondary specialty, physician age, patient load, prescription activity per week, and prescription activity in any of 52 therapeutic classes. Two key questions which determine how good a particular computerized media system is for you are; (1) how closely does it follow your own train of thought in media evaluation, and (2) how good is the data base. Each question is examined separately.